Effects of Relationship Marketing on Customer Loyalty: Study of Commercial Banks of Sindh

Loyalty is the debatable issue of every manufacturing and service-oriented organization due to healthy competition. Nowadays every owner of the business wants their business safe because their survival is at stake, for coping with this issue. Every organization is working for loyalty in their customers. In this regard, the study was carried out to predict customer loyalty by creating different concepts, relationship-marketing variables: Trust, Commitment, Communication, Conflict Management, Bonding, and Satisfaction to predict rightly customer Loyalty, and the gap. The study focused on the service sector (Commercial Banks) of Sindh providence through a structured questionnaire, and a pilot study was been conducted based on 50 responses. Then after 500 questionnaires were distributed for getting a response from account holders of different banks, then the data was entered in SPSS-18 for checking the reliability of scale again, data reduction method was used by looking at the assumption of MSA, Chi-square significance, eigenvalue of the component was checked, collinearity issue was also checked by checking the correlation between independent variables, then finally linear regression was applied to check the hypothesis.Moreover, the study concluded that trust, communication, conflict management, and bonding variables are positively and significantly contributing to customer loyalty, commitment, and satisfaction has no concern with customer loyalty in commercial banks of Sindh, but the fitness of model is critical because error term is too large, hence more research is needed to predict customer loyalty rightly for commercial banks.